Xin Zhao is Assistant Professor of Marketing at the College of Business Administration, University of Nebraska-Lincoln. He received his Ph.D. in Marketing from the David Eccles School of Business at the University of Utah. Prior to joining UNL in 2012, he was on the faculty at the Shidler College of Business, University of Hawaii at Manoa. He studies Chinese consumer culture, advertising, and branding from a sociocultural and historical perspective.

His recent research has appeared in the Journal of Consumer Research, Journal of Retailing, Journal of Advertising, Journal of Advertising Research, Journal of Consumer Affairs, and Advances in Consumer Research. He has taught a variety of undergraduate, MBA and Ph.D. courses, including International Marketing, Consumer Behavior, Marketing Communication, and Marketing Research. He is developing a Ph.D. seminar in Qualitative Research Methods.

• Runner-up, Sidney J. Levy Award. (2009)
• Shirley M. Lee Research Excellence Award, Shidler College of Business, University of Hawaii at Manoa. (2007)
• Doctoral Student Teaching Excellence Award, Marketing Department, University of Utah. (2005)
• Winner of the ACR/Sheth Foundation Dissertation Competition for 2003 Best Public Purpose Research. (2003)
• Winner of the ACR/Sheth Foundation Dissertation Competition for 2003 Best Cross-Cultural Research. (2003)
• American Marketing Association Sheth Foundation Doctoral Consortium Fellow. (2003)
• Robert Mittelstaedt Doctoral Symposium Representative, University of Nebraska-Lincoln, (2002)